• Analyzing today’s societal context and getting an understanding of the changing aspirations and lifestyles of people.
• Providing strategic and future insight for businesses in fashion, home, beauty, food, technology and mobility.
Natural Living
The majority of humanity lives in cities and forecasts show that by 2050 that will be two-thirds of all people. The threat of climate change and experiencing a pandemic has awakened many people and led to increased awareness about the value of nature. Recognizing the cognitive and emotional benefits of nature is leading to lifestyle decisions that emphasize the connection to nature. Countering the loss of nature informs investments in liveability and sustainability of the world’s cities. As a human species, we must once again become part of the cycle of nature. The increasing awareness that we are part of the larger ecological living systems helps change the current attitude to a more natural one.
Technology plays an essential role in our lives and shapes many habits. It is time for tech to fade into the background and become a more natural phenomenon. Wi-Fi has become something natural that’s always there but not intrusive. Technology should evolve similarly and focus on becoming a more natural relationship.
Natural Living is a foresight report about living in line with nature and following nature’s laws, rhythms and energy to strengthen and reset our mind, body and soul. Reconnecting with nature can improve physical, spiritual and mental health and return us to a natural state of health, happiness and wholeness. The holistic concept of Natural Living includes people, non-humans and nature. Nature gives us what we need for our well-being, but we need to build a more balanced relationship with nature that is not exploitative but respectful. Natural Living is not just about living off-the-grid in nature; it’s about finding a way to organize our lives more naturally and a lifestyle that allows us to be whole people.
• Humans need human contact and contact with nature
• Zero carbon and circular alternatives are here, use them
• Nature in a balanced partnership with technology solves problems
Drivers
Among the many threats facing the globe, climate change stands out as an especially strong concern among citizens in advanced economies, according to a Pew Research Center survey. The majority of people in advanced economies surveyed say they are willing to make at least some changes in how they live and work to address the threat posed by global warming.
Land-use change is still the biggest current threat to nature, destroying or fragmenting the natural habitats of many plant and animal species on land, in freshwater and in the sea. If we are unable to limit warming to 1.5°C, climate change is likely to become the dominant cause of biodiversity loss in the coming decades.
The pandemic has alerted people to the importance of nature for the well-being of people and the planet. In research in the UK, nearly half of adults say they spend more time outdoors than before the pandemic (45% in March 2022). Nearly four in ten say nature and wildlife are more important than ever to their well-being (39% in March 2022).
On average, people currently spend 90% of their time indoors and globally, people average 6 hours 58 minutes of screen time per day. Research led by the University of Exeter found that people who spend at least 120 minutes a week (or just over 17 minutes a day) in nature are significantly more likely to enjoy good health and psychological well-being than people do not spend time in nature.
Younger consumers are the most motivated to limit their personal impact on climate change. They make some or even major changes in for instance their eating habits, especially eating fewer animal products and buying more food from small brands.
Natural Living
Foresight report
Objectives
• Analyzing today’s societal context and getting an understanding of the changing aspirations and lifestyles of people.
• Providing strategic and future insight for businesses in fashion, home, beauty, food, technology and mobility.
Natural Living
The majority of humanity lives in cities and forecasts show that by 2050 that will be two-thirds of all people. The threat of climate change and experiencing a pandemic has awakened many people and led to increased awareness about the value of nature. Recognizing the cognitive and emotional benefits of nature is leading to lifestyle decisions that emphasize the connection to nature. Countering the loss of nature informs investments in liveability and sustainability of the world’s cities. As a human species, we must once again become part of the cycle of nature. The increasing awareness that we are part of the larger ecological living systems helps change the current attitude to a more natural one.
Technology plays an essential role in our lives and shapes many habits. It is time for tech to fade into the background and become a more natural phenomenon. Wi-Fi has become something natural that’s always there but not intrusive. Technology should evolve similarly and focus on becoming a more natural relationship.
Natural Living is a foresight report about living in line with nature and following nature’s laws, rhythms and energy to strengthen and reset our mind, body and soul. Reconnecting with nature can improve physical, spiritual and mental health and return us to a natural state of health, happiness and wholeness. The holistic concept of Natural Living includes people, non-humans and nature. Nature gives us what we need for our well-being, but we need to build a more balanced relationship with nature that is not exploitative but respectful. Natural Living is not just about living off-the-grid in nature; it’s about finding a way to organize our lives more naturally and a lifestyle that allows us to be whole people.
You can download the PDF of the report here
The takeaway
Key points
• Humans need human contact and contact with nature
• Zero carbon and circular alternatives are here, use them
• Nature in a balanced partnership with technology solves problems
Drivers
Among the many threats facing the globe, climate change stands out as an especially strong concern among citizens in advanced economies, according to a Pew Research Center survey. The majority of people in advanced economies surveyed say they are willing to make at least some changes in how they live and work to address the threat posed by global warming.
Land-use change is still the biggest current threat to nature, destroying or fragmenting the natural habitats of many plant and animal species on land, in freshwater and in the sea. If we are unable to limit warming to 1.5°C, climate change is likely to become the dominant cause of biodiversity loss in the coming decades.
The pandemic has alerted people to the importance of nature for the well-being of people and the planet. In research in the UK, nearly half of adults say they spend more time outdoors than before the pandemic (45% in March 2022). Nearly four in ten say nature and wildlife are more important than ever to their well-being (39% in March 2022).
On average, people currently spend 90% of their time indoors and globally, people average 6 hours 58 minutes of screen time per day. Research led by the University of Exeter found that people who spend at least 120 minutes a week (or just over 17 minutes a day) in nature are significantly more likely to enjoy good health and psychological well-being than people do not spend time in nature.
Younger consumers are the most motivated to limit their personal impact on climate change. They make some or even major changes in for instance their eating habits, especially eating fewer animal products and buying more food from small brands.
Mapping
• Co-living with nature
• Our natural need for contact
• Caves, nature and simple tools
1/ Climate & society
2/ Whole health focus
3/ Natural technologies
• Human senses
• Strength and recovery
• Healing tones
• Our internal clock
• Whole body health
• Energy is the real economy
• Rethinking food systems
• Net zero retail
• For less, plan more